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2017, vol. 14, br. 1, str. 187-206
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Poslovanje banaka i osobna zaduženost u Hrvatskoj
Commercial banking and personal indebtedness in Croatia
Projekat: Project of the Croatian Science Foundation, no. 6558: Business and Personal Insolvency: The Ways to Overcome Excessive Indebtedness
Sažetak
Društveni fenomen osobne prezaduženosti nastao je u posljednjih trideset godina. Trend prekomjernog zaduživanja kućanstava i dalje uzima sve većeg maha, što stavlja problem osobne prezaduženosti u fokus interesa regulatora, istraživačke zajednice i javnosti općenito. U Hrvatskoj se neprestano povećava broj zaduženih osoba kao i onih čiji su računi u bankama blokirani. Jedan od temeljnih uzroka nastanka prezaduženosti jest olakšavanje kućanstvima pristup kreditu, a uz nepromijenjene razine dohotka. Istraživanja potvrđuju postojanje procesa 'demokratizacije kredita' koji je potaknut deregulacijom u financijskom sektoru. Rijetka su istraživanja koja se bave ulogom banaka i njihovih poslovnih politika u povećavanju razine zaduženosti kućanstava. Marketing banaka, posebice oglašavanje i promocija, predstavljaju način komuniciranja s klijentima, a postoje dokazi da atraktivan sadržaj marketinške poruke utječe jednako značajno na odluku o zaduživanju kao i smanjenje kamatne stope. Navedeno predstavlja motiv za daljnje istraživanje moguće povezanosti između marketinških napora banaka i razine osobne zaduženosti. Ovaj rad argumentira proaktivnu ulogu bankarskog sektora, motiviranog profitom, uz nedostatak adekvatne kvalitete i razine regulacije, na povećanje broja prezaduženih osoba u Hrvatskoj. Dodatno se uzima u obzir i utjecaj ekonomskih kolebanja na proučavani odnos između bankarskih aktivnosti i zaduženosti stanovništva. Analiza se temelji na podacima iz agregiranih financijskih izvješća banaka i odabranim makroekonomskim pokazateljima. Cilj istraživanja je opisati i objasniti kako banke utječu na ponašanje potrošača, i posljedično potiču rast osobne zaduženosti u Hrvatskoj.
Abstract
Social phenomenon of personal over-indebtedness has emerged in the past thirty years. The trend of excessive indebtedness of households is not losing but gaining momentum. The problem of personal over-indebtedness becomes the focus of interest of regulators, research community and the public in general. In Croatia the number of citizens whose bank accounts are frozen as well as the level of their debt is steadily rising. One of the reasons of such trend is easier access to debt. Studies document the process of 'credit democratization', one of the reasons enabling it being the relaxation of financial regulation. Only few studies can be found that research the role of bank operations policies in inducing the higher levels of household debt. Bank marketing, specifically the advertising and promotion are the tools to communicate with clients, and it has been proven that effective marketing content is as powerful as the interest rate level in deciding upon getting a credit. This leads the way to the research of possible relation between marketing efforts of the bank and the level of household indebtedness. This paper focuses on the possible proactive role of banks, driven by the profitability, and accompanied with the inappropriate quality and level of regulation, in the rise of the number of over-indebted persons in Croatia. The effect of the economic downturn on the proposed relationship is also taken into account. The analysis is based on the bank financial statements data and selected macroeconomic indicators. The goal of the paper is to describe how banks impact the consumer behavior, and consequently give incentive to the rise of personal indebtedness in Croatia.
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